Wix vs Shopify – Which is Best for Ecommerce?

June 11, 2019

6:01 am

Finding the right ecommerce platform for your business can seem like a daunting task, especially when all of them seem to offer the same features. Shopify is one of the biggest ecommerce platforms on the market vs Wix, traditionally seen as a website builder also offers ecommerce functionality. So, can you get the best of both worlds with Wix? Or is it better to go with the ecommerce specialists?

Put simply, we'd say Shopify is the better ecommerce builder for large sites with complex needs and multiple sales channels. If you're creating a large-scale online store, Shopify is the way to go. But, we'd recommend you choose Wix for creating a smaller online store. It's better value and simple to use for small businesses, plus has some amazing online store templates.

Read on as we explain the merits and drawbacks of each of these ecommerce platforms.

In this Guide:

Wix vs Shopify: Head-to-Head

While Wix is traditionally thought of as a website builder rather than an ecommerce platform, it nonetheless performed decently well in our range of tests. It excelled in our ratings for design, functionality, and value for money.

Shopify, on the other hand, scores strongly across the board, especially in the sales features and ease of use categories.

Scroll to see full table on mobile —>

Tech.co_ScoreCheapest Plan ($)Most Expensive Plan ($)No. of Ecommerce TemplatesDomain CostMulti-channel IntegrationEmail Marketing24/7 SupportGet Started
Wix logo Thumbnail4 stars$20$3576Free for one year, paid annuallyTry Wix
Shopify logo thumbnail4.5 stars$29$29969$11 per yearVia third-party AppTry Shopify

We’ve put both Wix and Shopify through our thorough testing process to make our recommendations. Based on assessments of its features, plus hands-on user testing, we’ve found that Shopify is the superior advanced ecommerce platform.

In fact, it’s fair to say Shopify is the best ecommerce website builder on the market. Shopify has more in-depth sales features than Wix, especially when it comes to accounting and shipping. It also allows you to sell across more sales channels and has a level of depth as an ecommerce platform that Wix simply can't match.

But, if you're creating a smaller store, Wix may still have everything you need. Thanks to its amazing templates and intuitive system, even a non-expert can create a professional-looking site with ease using Wix. The Wix platform gives you a brilliant helping hand right from the word go, drafting up a dummy-online store that will look good enough to publish, even before you adjust it with your own imagery, text and product database – all of which can be done with ease via Wix.

To answer the question of Wix vs Shopify, let's take a closer look at the merits of both Wix and Shopify, below:


4 stars

Wix logo small
  • Great design options

  • Excellent help and support options

  • Competitive pricing plans

  • A good choice for smaller sites

  • Deals and Discounts

The perfect website builder for smaller online stores

Wix is best known as a website builder. However, Wix is also a capable ecommerce platform and is constantly improving its ecommerce and online store functionalities.

Wix is probably best suited to small, boutique online stores. When it comes to website design, Wix is really a class apart. It has loads of design features and allows for in-depth visual customization thanks to its straightforward what-you-see-is-what-you-get editor.

Wix has also recently developed tools for improved product management and marketing promotion tools. However, Wix can struggle with larger ecommerce operations, with no dedicated accounting tools. Wix also doesn't offer any built-in support for bricks-and-mortar stores.

Want to know more? Read our full Wix review


4.5 stars

Shopify logo small
  • Great sales and reporting features

  • Simple to use

  • Fantastic design options

  • Top-end plans can be expensive

  • Deals and Discounts

The best ecommerce website builder for large online stores

Shopify is the best ecommerce platform on the market. It has an unmatched set of sales and reporting features, including support for sales in bricks-and-mortar stores.

Shopify might not have the same level of design customization as Wix, but Shopify still gives you professional-looking websites designed specifically as online stores. This means you van focus on the job of selling products and making money, rather than fine-tweaking visual elements.

It's perfect for any ecommerce businesses operating at scale. You can use Shopify to track sales across loads of different sales channels — from social media sites to third-party markets such as Amazon and eBay. What's more, Shopify's powerful analytics and reporting tools make it easy to digest and understand all this sales information.

Shopify excelled across the board in our testing. It combines top class sales channel integration with a simple and intuitive UI, plus great reporting tools to help optimize your sales. Through its Shopify Payments system, you’re able to track everything from sales on Instagram through to Google Shopping, and even real-world point of sale transactions.

Want to know more? Read our full Shopify review

Shopify logoShopify Supports More Sales Channels

Shopify lets you sell your products and services through loads of different sales channels. For example, you can sell through social media sites such as Instagram or Facebook, or global ecommerce sites such as eBay or Amazon.

All the sales information from the channels is managed by Shopify, meaning that you can keep track of stock levels, and analyze the sales performance on these different channels. Wix, on the other hand, only allows you to sell products through its online store templates.

Shopify logoShopify Has Better Product Inventory

Shopify makes it super easy to add to and manage the products you sell. For a start, you’re able to add new products in bulk, rather than one-by-one. This is helpful if you’ve got a new line of similar products, for example.

Shopify also has excellent product management features which make it easy to track and amend stock levels, as well as analyze the way customers interact with your products when they come to purchase them.

What’s more, many of Shopify’s built-in inventory features are only available for Wix through third-party apps, which can vary in quality.

Wix logo tinyWix Gives You More Creative Control

It should come as no surprise that Wix offers fantastic control over the design and style of your online storefront. It is, after all, a website builder first-and-foremost.

Wix offers 71 ecommerce specific website templates across a range of industries. In our user testing, all these templates scored highly for ease of use and design quality. You also have free rein to edit these templates with Wix’s intuitive drag-and-drop editor.

While Shopify does offer a number of strong templates, it can’t match the overall quality and scope of Wix’s.

Shopify logoWix logo tinyThey Both Have Large App Stores

Both Shopify and Wix have extensive app stores which let you augment the features available on both your online store and ecommerce platform.

However, it should be noted that most of Wix’s apps relate to the design aspects of your site, whereas Shopify’s will give you more complex sales features. One exception, though, is the Online Store app by Ecwid, which will give your Wix website the features to become a true ecommerce platform.

Shopify logoShopify Has Better Accounting Tools

Again, when it comes to the detail of ecommerce, Shopify wins out again. Its built-in invoice generator makes it super-easy to create invoices, but allows you the option to change and customize them without restraint.

Similarly, Shopify will automatically calculate the tax rates on your products. However, these automatic tax rates can be changed and customized, so you can ensure any quirks – such as state tax exemptions in the US, or VAT exempt items in Britain – don’t fall through the cracks. Any changes you make are applied to your online sales and any sales made with Shopify POS. If that’s not enough, Shopify also has a wide range of accounting apps available for installation.

Wix vs Shopify Pricing Comparison

On paper, Wix appears to be the better value option, with pricing plans starting from as little as $5 per month. However, we’re interested in Wix’s business plans, which start from a $20 per month basic package, and grant you access to Wix’s online store functions, as well as commission free sales.

The top two Wix business plans offer precious little in extra ecommerce functionality. Instead, most of the new tools focus around increasing the number of visitors to your site, rather than improving your accounting, for example.

Shopify, on the other hand, appears to be in a completely different league to Wix when it comes to pricing. Its plans start at $29 per month with Basic Shopify, while the Advanced Shopify plan costs $299 per month.

However, compared to Wix, you certainly get much more for your money with ecommerce features. For example, you’ll get access to the Shopify POS, which supports real-world selling, a range of customizable shipping rates, and even better reporting tools.

Wix Business BasicWix Business UnlimitedWix Business VIPShopify BasicShopifyShopify Advanced
Cost (paid monthly)$20$25$35$29$79$299
Cost (paid annually)N/AN/AN/A$312$852$3,192
Domain included
Staff accounts2515
Abandoned cart recovery
Gift cardsVia third-party appVia third-party appVia third-party app
Online credit card rates2.2% + 30c1.9% + 30c1.6% + 30c
In-person credit card rates1.7%1.6%1.5%
Point-of-sale support
Hardware peripheral support

The Verdict – Shopify for Big Online Stores, Wix for Small

Shopify is undoubtedly the better ecommerce platform. Wix can only really best Shopify when it comes to the design stakes, thanks to its range of great templates with loads of customization options. That makes Wix ideal for small businesses and anyone looking to build their own site – Wix's fantastic templates will give you amazingly professional results.

When it comes to the actual process and detail of running a more complex ecommerce website, Shopify wins hands down. It has more powerful sales features, fantastic accounting and reporting tools, and can even let you sell products in a bricks-and-mortar store.

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Tom Fogden is a writer for with a range of experience in the world of tech publishing. Tom covers everything from cybersecurity, to social media and website builders when he's not reviewing the latest phones, gadgets, or occasionally even technology books.